Just 15 months after the TV premiere of Roary the Racing Car, Chapman Entertainment has secured 33 licensees in the UK alone.
The latest three partners are interactive software outfit GSP, which will be producing games for the Nintendo DS and a PC activity pack in 2009; GB Eye will have a line of posters ready in time for the back to school market; and the Big Badge Company has signed for zip pulls which will be sold in Halifax Building Societies in support of The Children's Trust charity.
Meanwhile, further afield in South Korea (where the series will air on EBS), JNH has just signed as master toy licensee.
Sales of the series are continuing to fly, with TV deals now secured in 110 countries. The international licensing campaign has also begun in earnest with a number of European countries rolling out their first range of products this autumn.
"Roary's highly fuelled popularity continues to impress licensors both at home and abroad," said Val Fry, Chapman's director of licensing. "These exciting new deals see the brand's reach extended in a diverse range of categories."